Johnny Hardstaff at RSA film directed this Kenco ad for JWT London. In it a young man is faced with a choice, join the gangs or farm coffee? A new twist to the old "fair trade" coffee, Kenco shows us that they help kids that could fall prey to gangs by teaching them the trade of coffee farming, it's all explained at coffeevsgangs.com when it's ready to go live (it's not live yet). The ad itself uses the tired old "tattoo grows" visual effect to tell the story, as previously seen when Gisela Bündchen grew a tattoo in 2005 and when Christina Aguilera sprayed one on in 2007. Visually the tattoo part of the story is so subtle, I don't think this can be properly seen unless on a large screen.
... And I wonder what exactly we're helping with here... We're buying the coffee already, right? And I'm not buying whatever that gang is selling. So, how are we helping by buying this brand of coffee? Can't wait for coffeevsgangs.com to go live and explain it to me.